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I work in children's mental health.  Every day, our company sets out to serve children who are facing challenges that would make a Hallmark Movie Channel moment look like  dinner at grandma's.  Barring a full rundown of our entire corporate belief structure, I'm going to share a mantra our entire team subscribes to - Needs Aren't Services.

In our world, Needs Aren't Services is about the families we serve.  As service providers, it is very easy to get into the rut of telling a family what THEY need.  "Your child needs therapy." "Your child needs a mentor." "Your child needs to be on anti-depressants." After all, we're the experts, right?  We've been trained to figure out what people need and how to give it to them. Surely, we know best.

Or not. It all begins with listening.  This is a mind-blowing concept for some: If you listen to someone, they actually tell you what they need.  A child doesn't need therapy; they need an outlet to get their story out. A family doesn't need a social worker to stay at their home with them; they need help.  At the end of the day, we're here to listen to the family, hear what they need, and then figure out what tools are at our disposal to help meet that need.

This concept doesn't need to be exclusive to our field though.  As a strategic communicator, how many times have you been told by department heads in your company, clients or business partners "We need this on our website." "We need you to start a (Facebook, Twitter, LinkedIn, YouTube) site right now." "We need a corporate e-newsletter." Maybe it's even you saying it.  After all, you're the expert, right?  You've been trained to figure out what people need and how to give it to them.  Surely, you know best.

Or not.  Here's the kicker: You don't need a presence on Facebook, Twitter, LinkedIn or YouTube.  You don't need a corporate e-newsletter.  You don't need a website! For just a moment, throw away your knowledge of all the wonderful social media tools at your disposal, and just listen.  Ask why this is needed.  Ask who this serves.  Ask what value this holds.

You're going to get answers you know in your heart, but filtered out while thinking about your social media toolbox.  Answers like "We need to tell our story." "We need to make a conversation happen." "We need to connect."

It all begins with listening.

Guest Blogger | Adam Lowe

Adam Lowe is the Branding Manager for Choices, Inc., a nationally recognized, Indianapolis-based nonprofit serving youth experiencing mental, emotional and behavioral challenges.  A graduate of the University of Indianapolis, Adam holds degrees in marketing and information systems and is a self-trained graphic designer.  He has worked with Choices, Inc. for the past six years and has previously worked with Indianapolis' own Survivor All-Star Rupert Boneham and his Rupert's Kids program.  Adam has been recognized for his marketing, branding and design work by the Association of Marketing and Communications Professionals and the Hoosier chapter of the Public Relations Society of America.

Twitter: @dudeimbibes | Facebook: www.facebook.com/dudeimbibes